The start of this cannabis year was marked by the latest edition of the Grow Up conference in Vancouver, which seems to be setting the tone for what to expect from the industry in 2026. Exhibitors and attendees reported that the industry is becoming more measured, operationally focused, and increasingly aware that long-term viability depends on execution rather than wishful thinking. “Grow Up was a very positive experience, with direct and practical conversations with growers and partners. The event created a space for meaningful discussions, focused on current market realities and field-level challenges,” said the BioFloral team.

For Cannatrol, the show highlighted how it has become a post-harvest strategy. “In Grow Up 2026, Cannatrol brings technology that works where few solutions exist, setting new standards for the industry,” said David Sandelman, chief technology officer and company founder. Appearing at the event, along with new Canadian distribution partner Quality Horticulture, Cannatrol used the conference to highlight a once-left-behind process as an increasingly crucial part of every cannabis operation. “We’re here to show conference attendees why your post-harvest system matters even more than the growing process.”

Since cannabis was regulated, many growers have focused more on maximizing fat space, relegating drying, curing and all that to a small part of their operation. So it seems that the industry is indicating that the sector is maturing, and the year 2026 is crucial to show this. “Cannatrol sees 2026 as a new phase of maturity for the cannabis industry driven by potential rescheduling and more disciplined business practices focused on operational efficiency.” In such an environment, he added, “quality and consistency are no longer differentiators, but critical drivers for producing top-notch craftsmanship and achieving successful business growth.”

The very tone of the event was in favor of this assessment. David described Grow Up as “a very positive experience, with direct and practical conversations with growers and partners”, noting that “the event created a space for meaningful discussions based on market realities and field-level challenges”. He also saw a clear change in behavior among producers. The same sentiment is echoed by the BioFloral team, who noticed that attendees were more interested in practical solutions than the latest shiny toy. “We’ve noticed an increasing focus on efficiency, consistency and long-term profitability. Growers seem less driven by novelty and more interested in stable, proven solutions.”

Exhibitors for the first time, such as the Fraser Valley Organic Producers Association, are joining the world of cannabis with a new benchmark in organic cannabis cultivation. “We really enjoyed being part of the Grow Up show this year. We received a great response from the attendees, with many expressing an interest in learning more about the organic certification of cannabis. As this was our first time attending the conference, we were very pleased with the diversity of industry players in attendance. It was particularly interesting to learn more about the research that some growers are doing into the medical use of cannabis.

Similar pragmatism emerged from brand-focused exhibitors. The Pure Sunfarms and Super Toast teams reported that Grow Up Vancouver provided a valuable opportunity to strengthen retail relationships and strengthen their presence in British Columbia. “Grow Up Vancouver was a strong opportunity to share more about our evolving portfolio, strengthen connections with retail partners and their teams, and highlight our deep connection to British Columbia as our home market,” the company said, adding that “the quality of the conversations was high and it was gratifying to see such thoughtful engagement across the industry.”

From the point of view of the market, retailers appear to be more and more selective. “One of the most noticeable changes is the continued push behind convenience-driven categories,” the team noted. “There is a strong demand for products that are easy to understand, easy to use and fit seamlessly into consumer routines, especially formats that prioritize consistency, quality and accessibility.”

For other attendees, Grow Up Vancouver also reinforced a sense of confidence in an industry that continues to grow despite many obstacles. “Grow Up Vancouver was the perfect start to 2026,” says Atiyyah Ferouz, founder of AgCann Consultancy. “There was a renewed energy and positivity that was palpable throughout the event.” This optimism was linked to a growing strategic awareness, especially regarding market diversification. “A big trend, which has been increasing year by year, is the focus on the export market,” continued Atiyyah. “We’ve spoken to a number of producers who have included export readiness as a key part of their 2026 strategy. In many of the conversations we had, producers were still keen to supply the Canadian market, but wanted to make sure their sales weren’t completely dependent on a single market.”

This vision is shaped by an industry that, despite pressure, is not standing still.” The Canadian cannabis industry is in a strong position today,” stated the GrowerIQ team. “Producers continue to benefit from expanded international legalization, global underproduction and the gradual reduction of the gray market. The continued maturation of Canadian and international supply chains has opened up access to markets that were previously difficult for medium and smaller producers to tap into.”

At the same time, challenges remain. “Regulatory complexity, taxation and access to capital continue to impact the industry,” they continued. “Competition from low-cost jurisdictions and domestic producers unloading excess product at discounted prices is keeping prices under pressure. Individual producers continue to face business-specific challenges, while the rapid pace of change in the sector increases these pressures. Those who cannot adapt quickly risk being left behind in this fast-moving market.”

Despite the headwinds, there is cautious confidence. “2026 has the potential to be another challenging but successful year for the Canadian cannabis industry,” they concluded. The seed itself seems to be evolving along with the sector. “Grow Up continues to raise the bar every year,” said the GrowerIQ team. “Grow Up has truly established itself as Canada’s premier cannabis event.”

Overall, the Grow Up conference in Vancouver showed an industry that is recalibrating itself around consistency, efficiency and strategic resilience. Long (?) gone are the days of big announcements and earth-shattering innovations. The sector is preparing for its next tougher phase.

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